Andalucia now has the worst perceived tourism sector in Spain, according to a new study analysing almost 1.2 million online conversations across the country.

The southernmost region has even fallen below Cataluña in the latest Tourism Perception Barometer produced by communications consultancy LLYC, covering the second quarter of 2026.

Researchers say increasingly negative conversations surrounding overtourism, gentrification, soaring housing costs, pressure on public services, insecurity and infrastructure problems have damaged the industry’s reputation.

The findings are particularly striking given that Andalucia remains one of Spain’s tourism powerhouses and has simultaneously enjoyed growth in luxury tourism and international air connectivity.

But according to LLYC, those successes have increasingly been drowned out by criticism of the consequences of the tourism boom.

The consultancy analysed almost 180,000 digital messages about tourism in Andalucia over the past year, taken from social networks, online media and specialist forums.

Some 80.2% of the conversation originated from within Andalucia itself, suggesting much of the dissatisfaction is being expressed by residents rather than visitors from elsewhere.

According to the figures released with the study, 59% of opinions were negative, while 17.5% were positive.

LLYC said criticism has intensified over the past year over what it describes as the loss of local identity in some destinations.

Among the biggest sources of dissatisfaction are overcrowding and the gentrification of historic centres, particularly where residents believe tourism is contributing to higher housing costs.

Concerns over the effect on coexistence between residents and visitors and pressure on public services also featured prominently.

Infrastructure has become another significant reputational problem, particularly complaints surrounding rail services and the AVE following the Adamuz tragedy.

Meanwhile, concerns over insecurity are increasingly appearing in the online tourism debate.

The negative conversation has overshadowed more favourable developments, including increased air connectivity, the expansion of high-end tourism and investment in innovation and technology.

Those positive messages continue to present Andalucia as a destination combining beaches and leisure with culture, history and heritage, but have not been enough to reverse the decline.

Part of a trend

The deterioration is not limited to the latest quarter.

According to the barometer, Andalucia’s score has fallen by 0.2 points compared with the second quarter of 2025 and 0.6 points compared with the same period in 2024.

Its score stood at 5.9 in 2023 and 6.2 in 2022, indicating a longer-term downward trend.

The latest result leaves Andalucia below the threshold for a positive rating and at the bottom of Spain’s regional ranking.

That contrasts with Cataluña and the Valencia region, which also remain below five but have improved considerably over the past year.

Cataluña scored 4.3 after improving by 1.3 points year-on-year.

LLYC attributed some of that improvement to positive conversations surrounding the visit of Pope Leo XIV, events marking the centenary of Antoni Gaudí’s death and a favourable reaction to the increase in Barcelona’s tourist tax.

The Valencia region scored 4.9, up 0.9 points, helped by positive sentiment surrounding tougher controls on tourist apartments, although gentrification remains a major source of criticism.

The Balearic Islands scored 5, followed by the Basque Country on 5.1, the Canary Islands on 5.2 and Madrid on 5.6.

All have managed to climb out of the negative territory they occupied a year earlier, helped in part by increased international promotion and air connectivity.

However, security has become the leading tourism-related conversation in the Canary Islands, while complaints about infrastructure have surged in Madrid.

Less crowded regions on top

At the opposite end of the ranking are regions of inland and northern Spain, where conversations about tourism remain considerably more positive.

Rather than overcrowding and housing pressure, discussion of these destinations tends to focus on nature, culture and the idea of offering a unique experience.

Extremadura has the best tourism reputation in Spain, scoring 7.7, an improvement of 0.5 points in a year.

Aragon and Asturias follow on 7.5, with both improving by 0.4 points.

Navarra and Murcia score 7.2, followed by Castilla-La Mancha on 6.9, Cantabria on 6.8, La Rioja on 6.7, Castilla y Leon on 6.6 and Galicia on 6.2.

Read more Andalucia news at the Spanish Eye.